What COVID-19 Means for Home Care Franchising

The last two months have been challenging for families and businesses alike. Around the world, the COVID-19 pandemic has dramatically affected daily life for virtually everyone. It’s a serious challenge that impacts nearly every segment of the healthcare franchising industry, home care included. 1851 Franchise spoke with Amy Hodge, a PR specialist representing the Canadian-based senior home care franchise, Nurse Next Door, to discuss some of the ways the home care industry is positioned to change due to COVID-19.

The Importance of Home Care

“Home care truly is an essential service,” said Hodge. “As cities and countries have imposed dramatic measures around social or physical distancing, they continue to confirm the essential nature of the services Nurse Next Door provides. This, of course, means home care, as a business, has a resilience to it. Whether it be in times of economic boom or times of recession, home care isn’t a luxury — it’s a necessity.” 

Now, due to the vital role home care plays when it comes to keeping the elderly community safe and healthy, non-medical home care providers are solidifying their position as a part of the larger health care world. More than ever, communities are realizing that home care is a critical component in the prevention and spread of this virus, especially as hospitals become overcrowded and stressed. 

Still, due to the nature of the virus, there is the possibility that clients may turn down home care services from providers out of fear. According to recent findings from the Home Care Association of New York State (HCA-NYS), roughly half of surveyed in-home care providers in New York have experienced patients or family members refusing entry of home care personnel.

The Impact on Business

With the complex impact of the coronavirus pandemic, home care providers are reporting mixed results when it comes to business. Some home care concepts are still seeing new clients that have been brought home from independent or assisted living facilities by family, while others have had some clients reduce or suspend caregiver hours due to family members being home and able to take care of them. 

“From a business perspective, recovery will take time but we’re already seeing prospective franchisees from across North America looking for businesses that are positioned for growth,” said Hodge. “Home care’s resilience will certainly play a role as people seek businesses that can grow through difficult times. Those that might be out of work or out of business will be looking for opportunities that aren’t as vulnerable during times like these.”

For a large franchise network like Nurse Next Door, differing state-by-state orders can create further complexities, as each franchise location may require its own localized response plan. In addition to adapting business models and providing aid for their dedicated caregivers, home care franchisors are communicating regularly with franchisees in order to keep owners up-to-date with relevant information and safety procedures. 

The Future of the Industry

When it comes to determining the future, one of the biggest challenges for home care franchises will be communicating with congressional leaders to be sure they are aware of the essential role that home care plays in health care. Advocating for the home care industry is especially important at a time when new relief policies are being put into place. 

While the CARE Act applies to employees of companies with less than 500 workers and exempts those who are part of the health care sector, it is still unclear if this includes non-medical home care providers. On a federal level, there are signs to suggest that the nation’s personal care service workers could be considered essential health care workers. 

“What’s becoming clear is that when the world comes out the other side of this challenging time, home care will likely be in a new paradigm,” said Hodge. “Home care, which was previously seen as just one of many care options, will likely be favored as the safest and most obvious choice to care for people — it’s no longer an afterthought. We’re preparing for what will be an exciting time for our industry.”